There is plenty of data in every PPC campaign. Doing a PPC audit should help you find it. But as data comes in every shape and size, there are also multiple platforms in various formats. Knowing how to merge PPC data across all platforms can get a bit cumbersome.
And so, this article is all about describing common methods of PPC data aggregation.
How to Merge PPC Data Across All Platforms
When you run a PPC campaign (or even when you hire great PPC providers), business decisions are based on big amounts of data. Having a quick access to data is critical for making the right decisions at the right time.
Organizations understand the importance of data analysis and data quality, but they often overlook data aggregation in data management. But this can be detrimental. Aggregating data is part of efficient data management.
So here are 3 ways you can merge PPC data across all platforms possible.
#1 Data Studio Blending
Data Studio is a tool for data visualization, and it’s great when your data is already structured and cleaned properly. But if you need to merge data from two sources, you can read through a data blending support page. This page can walk you through all the things you need to know in detail before you start.
A good thing to highlight here is that blending is the left outer join, so it includes everything in data source A, and only data from source B that matches with the specified join keys. This method also needs a bit of understanding of data structure and left outer joins.
Image Credit: PPC Hero
#2 Combine Data in Google Sheets
The simplest method of aggregating data is to use Google Sheets. Rachael Law, Account Analyst at Hanapin Marketing, has a favorite method that she calls the Query function.
First, you import data into separate sheets by platform. Afterward, make sure your columns align. Impressions, clicks, and the others need to be in the same columns on every sheet. When that’s done, you add in a platform column.
Image Credit: PPC Hero
The next step is to use the Query function in Google sheets to aggregate the data you’ve encoded. Other function options in Google sheets that you can use are SUMIFS and Index Match.
After aggregating your data, it’s easier to use pivot tables, query functions, etc. to organize and group your information. If you’re going to export to Data Studio for visualizations. And now you only link to this one sheet instead of doing it for each platform-specific sheet.
#3 Using Third-Party Aggregation Platforms
There are third-party data aggregation platforms that can ease the problem of data cleaning, aggregation, and transformation. Funnel is a great example of this. Some third-party aggregation platforms come with price tags, but they all offer substantial benefits, including lots of pre-built connections to other popular platforms. There are also custom dimensions and metrics that are ready to be used.
This is perfect for quality assessing your data before pushing it to a platform like Google Sheets or Data Studio. But if you’re looking into something specific, you can adjust the dimensions and metrics to find the answer to your question.
But if you’re unsure about doing the data aggregation yourself, don’t worry. There are digital marketing companies out there who can help you.